I wrote a post just after presenting a keynote at Shoppers Insights, a conference for retail executives organised annually in the US by Institute of International Research.
The talk summary is this single line: The answer to the question "Who is the hero" is not you – at least not in your professional or organisational capacity.
The key points are:
- Companies and brands succeed when they make offers that enrich people’s lives. The heroes aren’t the products, services and brand identities. The heroes are people. Plain and simple.
- The world is changing. Innovation can drive the change, as long as it recognises the context in which a brand is trying to create experiences.
- The are three approaches to business storytelling: Brand as hero, Product as person, and Heroes are people.
The post appeared on Throughline's website, at the watercooler here. The post looks oddly out of date, now that I re-read it.
But the keynote still rocks.